“It’s not the customers’ job to know what they want.”
Saj Arshad
I have never, ever, learned anything of value by watching a focus group. Instead, what I have seen again and again is a group of apparently intelligent people convincing each other that they are conjuring great insight. Santander UK chief customer and analytics officer, Saj Arshad, agrees.
“I genuinely think there is no role for focus groups any more. Inevitably – and I’ve sat through millions of them as have all of you – one guy, and it will always be a guy, will lead the entire group down a rabbit hole. I just think they are incredibly unhelpful.”
Article: Santander’s Marketing Boss on Why There’s ‘No Role’ for Focus Groups